Keyboard beat high street for most festive shoppers

MORE than half of shoppers claimed to have done "all or most" of their present buying online, making 2010 "a truly digital Christmas" according to a report published today.

Edinburgh-based digital marketing agency Bigmouthmedia found that the most compelling reason to shop online instead of the high street was because customers "already knew what they wanted to purchase".

More than 40 per cent of online shoppers said they were attracted by the chance of finding an internet-only bargain.

Despite 36 per cent of customers reporting that their goods arrived late, Bigmouthmedia said shoppers still seemed to trust online retailers.

Marketing director David Hardy said: "It's a testament to the strength of the digital retailing model that, despite a host of transport problems leading to some delayed deliveries, the majority of those who relied on e-commerce to deliver their festive wish list found it to be a straightforward, hassle-free and reliable experience."

Only 18 per cent said they shopped online because they were too lazy to go to the shops.